Superdrug launches men's make-up range in UK

Known as Taxi Man, the range includes eye liner and mascara and aims to tap into the growing exposure and acceptance of men who wear make-up.

Marketed on the quirky side, Superdrug has called the eye liner 'Guyliner' and the mascara 'Manscara', and each is priced at £6.50 (€8.25), which will put it within reach of the younger consumer.

Departure into mainstream​

Likewise, the fact that it is a Superdrug branded product also marks a significant departure into main stream retail, where this type of product has not yet made any serious impact.

Although men's make-up ranges have been around for some time now, they have tended to be niche offerings that have been sold by specialist retail outlets.

The Taxi Man range is pitched to tap into significant growth in the UK male grooming market, which market research specialist Mintel currently values at £700m.

Increasingly adventurous male consumer​

But growing demand in the category, fuelled by males becoming increasingly adventurous with their grooming regimes, means that Mintel believes that figure could grow to £820m by next year.

Perhaps backing this forecast up, the fact that a mainstream retailer is stocking this kind of product is evidence that make-up and other more sophisticated cosmetic products are becoming increasingly accepted by UK males - a country that often leads the way with new consumer trends in Europe.

Slthough growth in the male grooming segment continues at a steady pace, the category remains divided, with the majority of males still preferring to keep their personal care regime to an absolute minimum.

Indeed, many industry observers believe that converting this type of males to new types of personal care and cosmetic products that go beyond the basis will remains a significant challenge.